Effect of Positioning Strategies on Growth of Hotels: In Case of Star Rated Hotels in Addis Ababa City
| dc.contributor.advisor | Meskerem Mitiku (PhD) | |
| dc.contributor.author | Kidist Berhanu Zeleke | |
| dc.date.accessioned | 2025-03-06T04:14:42Z | |
| dc.date.available | 2025-03-06T04:14:42Z | |
| dc.date.issued | 2022-12-04 | |
| dc.description.abstract | Due to the demand for customers, businesses position themselves in different ways to penetrate the market share. This study aimed to be investigating the effect of positioning strategies on the growth of the hotel sector based on, product differentiation strategy, price positioning, and information technology positioning and their contribution to the growth of the hotel sector. A cross-sectional explanatory design was used. The target population in this study was 132 staffs of 44 four and three started rated hotels found in Yeka and Bole Sub Cities in Addis Ababa. The study was conducted in the context of the start rated hotels in Ethiopia. Purposive sampling was used to select the hotels and systematic sampling was conducted to select employees. Both primary and secondary data were used. Primary data were collected using semi-structured questionnaires and an interview. Descriptive statistics were used to summarize the properties of the mass data. Inferential statistics were derived using Pearson’s correlation and multiple regression. Thus, this revealed that product differentiation strategy, price positioning, and information technology positioning have a positive significant effect on the growth of the hotel. Accordingly, this study concluded that positioning strategies affects the growth of the hotel sector. Thus, it suggests that it better to develop positioning strategies that would give them an edge in the market over the competitors to enable them to be competitive and grow also investors would be able to make decisions concerning of investing on the sector also it will be useful for further research. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/4790 | |
| dc.language.iso | en | |
| dc.publisher | AAU | |
| dc.title | Effect of Positioning Strategies on Growth of Hotels: In Case of Star Rated Hotels in Addis Ababa City | |
| dc.type | Thesis |